Social Media Marketing in the Skilled Trades – Networking in the Digital Age

Facebook activities for craft businesses

Among the social media channels, Facebook is a true bedrock. Nowadays, it is primarily the over 30s generation that is the active user group. What is special is that on no other network is the volume of comments and the willingness to discuss as high as on Facebook.  Facebook’s algorithm is built in such a way that relevant posts are played out with more reach than irrelevant ones. The algorithm encourages interpersonal relationships, which means that posts from friends or family are prioritized over those from businesses and brands.

The relevance of the posts is based on the following factors:

• The number of all posts that can appear in the given feed.
• What type of post (shared post, owned content, or link)?
• The predictions of the response to specific posts, based on past user behavior and past interaction.
• Dwell time – the longer eyes are on the post, the more relevant the post is ranked.
• Timing of the post.
• Comments and interactions – the more comments/reactions (heart, laugh, sad, angry) under the post, the more “relevant” it is rated.
• Responses to comments – if a discussion is triggered, it is a positive signal for Facebook.
• Shared content – the more often the post is shared, the more “relevant” it appears to Facebook.

For a successful social media strategy in the skilled trades, you should first think about the target group and, if necessary, conduct a target group analysis. Communication measures, such as Facebook posts, achieve a high impact if content interests the respective target group and posts attract attention.

Industry-specific CRM systems provide a good basis and cross-departmental transparency about customers. In addition to the target group, regularity and content are crucial for a successful social media strategy.

This sounds relatively simple at first, but it is difficult to implement in reality. Above all, it is a challenge to conduct social media marketing during the daily business routine. This is where content planning (social media editorial plan) can help, for example, so that craft businesses can conduct social media marketing with little effort.

Craft businesses should look at new advertising methods, as clientele is gradually found only on digital media.

Facebook advertising for craft businesses – quick check!

• Create a buzz.
• Quality instead of quantity (entertainment is the magic word).
• Content should be geared toward the target group.
• Edit comments.
• Unobtrusively call for interactions.
• Run paid campaigns.

Craftcloud – Your digitalization expert for the construction industry and for the craft sector.